اثر پایین بودن بهره‌وری بر انتقام از برند در صنعت خودرو

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران (نویسنده مسئول)

2 کارشناس ارشد گروه کسب و کار، دانشگاه پیام نور

چکیده

رقابت شدید در اکثر بازارهای امروزی سبب شده تا شناخت ادراکات و احساسات به ویژه احساسات منفی مصرف‌کنندگان از اهمیت ویژه‌ای برخوردار شود؛ چرا که حفظ و نگهداری مشتریان یکی از ارکان اساسی برای رشد هر سازمانی محسوب می‌گردد، صنعت خودروسازی نیز از این قاعده مستثنی نیست. از طرفی با توجه به اهمیت بهره‌وری و کارایی در این صنعت و به طبع آن رشد و شکوفایی اقتصادی کشور، در این پژوهش سعی شده است، اثر پایین بودن بهره‌وری بر انتقام از برند از طریق نفرت از برند بررسی شود. از این رو هدف پژوهش، بررسی اثر بی‌کیفیت بودن، گران بودن و بی‌اعتنایی شرکت به مصرف‌کننده بر انتقام غیرمستقیم و انتقام مستقیم از برند از طریق نفرت از برند است. این رفتارها از سه عامل اصلی نفرت از برند (بی‌کیفیت بودن محصول / خدمات، گران بودن محصول / خدمات، بی‌اعتنایی شرکت به مصرف‌کننده) ناشی‌ می‌شود و در زمینه برند پراید از برندهای پرتیراژ خودرو سواری شرکت سایپا، مفهوم‌سازی و آزمایش می‌شوند. پژوهش حاضر از نظر هدف کاربردی و از حیث جمع‌آوری داده‌ها پژوهشی توصیفی ‌‌است. جامعه آماری این پژوهش مشتریان خودروهای خانواده پراید از شرکت سایپا هستند. روش نمونه‌‌گیری در دسترس است که باتوجه ‌‌به نامعلوم ‌‌بودن جامعه آماری، حجم نمونه با سطح اطمینان 95 درصد، بر اساس فرمول کوکران تعداد 384 نفر مشخص شده است با‌‌توجه‌‌ به پیمایشی ‌‌بودن پژوهش برای جمع‌آوری داده از ابزار پرسشنامه استفاده ‌شده است. روایی پرسشنامه در مرحله اول از طریق روایی محتوی، سپس از طریق روایی همگرا و واگرا مورد تأیید قرارگرفت. پایایی پرسشنامه هم با ضریب الفای کرونباخ مورد تأیید قرار گرفت. برای تجزیه ‌و تحلیل از روش مدل‌‌یابی معادلات ساختاری استفاده‌ شده است. نتایج نشان داد که بی‌کیفیت و گران بودن محصولات، بی‌اعتنایی شرکت به مصرف‌کننده بر نفرت و انتقام از برند اثر مثبت و معناداری دارد و به عبارتی تمام فرضیه‌های پژوهش پذیرفته شد.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Low Productivity on Brand Revenge in the Automotive Industry

نویسندگان [English]

  • yazdan shirmohammadi 1
  • Saed Akbarzadeh Kashshi 2
1 Master of Science in Business Management, Payame Noor
2 Master of Science in Business Management
چکیده [English]

 
Intense competition in most markets today has led to the recognition of perceptions and emotions, especially negative emotions of consumers as something of special importance ; Because customer retention is one of the cornerstones of any organization's growth, the automotive industry is no exception. On the other hand, considering the importance of productivity and efficiency in this industry and the nature of the country's economic growth and prosperity, in this study, the effect of low productivity on brand revenge through brand hatred has been investigated. Therefore, the purpose of this study is to investigate the effect of poor quality, high cost and disregard of the company to the consumer on indirect revenge and direct revenge on the brand through hatred of the brand. These behaviors are caused by three main factors of brand hatred (poor quality of product / service, expensive product / service, disregard of the company to the consumer) and they are conceptualized and tested on Pride brand; one of the popular brands of SAIPA car Company.  The present study is an applied research in terms of purpose and a descriptive research in terms of data collection. The statistical population of this research is the customers of Pride family cars from SAIPA company. Sampling method is available. Since the statistical population is unknown, the sample size with a 95% confidence level, based on the Cochran's formula, is being identified 384 people. The validity of the questionnaire was confirmed in the first stage through content validity, then through convergent and divergent validity. The reliability of the questionnaire was also confirmed by Cronbach's alpha coefficient. Structural equation modeling method has been used for analysis. The results showed that the poor quality and high cost of products, the company's disregard for the consumer has a positive and significant effect on brand hatred and revenge, and in other words, all research hypotheses were accepted.

کلیدواژه‌ها [English]

  • Efficiency / Brand / Brand Hate / Automobile Industry
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